In the never-ending battle to woo customers to your own mortgage company or bank and to secure customer loyalty by offering innovative products, it may be time to take a page from our credit card brethren.

Both sectors deal in a product that the consumer perceives as a commodity. There have been some attempts to "brand" mortgages and credit cards in the past. While the results of these campaigns are difficult to measure, no mortgage lender appears to have a definitive, differentiable image in customers' minds.

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